Andy Meikle, CEO for Sportlobster, discussed the need to make content current, relevant, and published with an understanding as to why it has been shared and how it will actually benefit you.
Speaking on the #bofcon content marketing panel, he acknowledged that content must be interactive, and mechanisms must be in place to quickly gauge its effectiveness. He also touched on the need to keep users on-site and engaged for longer.
For example, the average user on Sportlobster, a sports app that brings fans together from around the world and gives them a full offering of social content and predictions, spends 18 minutes on the app. Meikle likes to promote this time spent as an ‘uninterrupted experience of what the fans really care about’.
Asaf Peled, Founder and CEO of 90min.com, highlighted the importance of providing socially drive-able content. 90min.com focuses on club-specific communities across social platforms, and the site receives over 250 million monthly page views across 10 languages on both web and mobile.
Matt Wilson, Co-Founder of Ball Street, talked about creating greater intimacy and trust with sports fans, whilst retaining the patience to build a longer term relationship and wait for gratification in the form of conversion. He also maintained the importance of creating a brand perception; for example, Paddy Power have become synonymous with a humorous, often mischievous approach.
Jae Chalfin, Founder of GiveMeSport, alluded to the changing way in which customers receive content, and the importance of knowing what content to post, and crucially when to post it, particularly on Facebook.